Under the guidance of one of the world's leading design Chinese car maker Geely is readying a new concept car that will define the brand.

Chinese car maker ready to mature

Stylish, safe and unique – it’s not the image most have of the stereotypical Chinese car.

But Geely – the owner of Swedish brand Volvo - is undergoing a radical change that will go on show to the world at the 2013 Shanghai motor show.

Design boss Peter Horbury – the man who led a design turnaround for Volvo – will in April showcase the new-look Geely in Shanghai, where the brand’s design headquarters is based.

Gone are the copycat designs (Geely formerly did a poor copy of the Mini and Rolls-Royce) and in will be a new Chinese-inspired look that will be showcased in a one-off concept car.

Horbury says a unique design that reflects the brand is crucial in creating an identity and separating the brand from the Japanese and Korean cars they will largely compete with.

“The opportunities to use the Chinese heritage or visual history – architecture, design fashion – there’s 5000 years of it so there’s probably something we can pick up and use,” says Horbury. “There are huge opportunities I think. I’d love to bring something different from Chinese visual history into the automotive world to create a difference.”

Even calligraphy can provide inspiration and create a unique look, says Horbury.

“Pick up a brush like a Chinese calligrapher ... you see the change to the line from thin to thick to thin and it immediately brings in a different look just by using a brush.”

Horbury points to the Japanse experience, which early on involved copycat designs.

“The Japanese only became interesting when they were brave enough to use their own [design] language.,” he says.

“Once in the late 80s and 90s the Japanese cars became unique in a way they took off.

“And I think that’s what the Chinese can do – create something new from China.”

As for those copycat designs, Horbury says it comes down to Chinese culture – not a penchant for stealing.

“In China you learn from copying the master and all his knowledge and once you’ve taken all that in then you can form your own opinion,” he says.

“The idea of copying is quite the opposite to what we think – we think it’s cheating, they consider it an honour.”

“Those days are gone – the recognisable copies. The [Geely] chairman said ‘no more’.

As well as a new look and distinct personality Horbury says Geely will ramp up its safety.

The safety of Chinese cars has been brought into question over the last four years; as well as lacking key safety features such as stability control, others have performed poorly in independent crash testing.

“It would be foolish not to learn from the partner,” says Horbury, referring to the standard-setting safety systems and protection in Volvo vehicles .

“We don’t just have to comply, with Volvo by our sides there’s no excuse.”

Horbury also pointed to the long-running single-child policy as something that could inspire Chinese to buy safer vehicles.

“[Children] are precious to parents. On Chinese highways it’s not a calm place” he says.